Home &Plants App
An always-on social programme built to make a category-defining brand legible to people who had never heard of it.
Project Information
- Category :
- Digital marketing
- Client :
- Fieldnote
- Services :
- Social Strategy, Creative, Paid Amplification
- Year :
- 2026
Project Challenges
Strong product, no vocabulary. Prospects could not describe what the company did well enough to recommend it.
Every project comes with its own set of constraints. We treat each as something to design around rather than apologise for, and we say early which ones will cost time or money to solve.
- High competition – Ranking for valuable terms in a crowded market takes sustained work.
- Large catalogues – Optimising thousands of pages needs systems, not manual effort.
- Duplicate content – Near-identical descriptions across pages dilute every one of them.
- Site speed – Load time affects both rankings and whether people stay.
- Site architecture – Poor navigation makes crawling and indexing unreliable.
Project Results
We built a message hierarchy, tested it as organic creative, then put budget only behind the framings that people repeated back in comments.
- Branded search volume
- +240%
- Engagement rate
- +61%
- Cost per reach
- -38%
Project Summary
Branded search is now the single best predictor of pipeline, which made the case for sustained investment straightforward.
An always-on social programme built to make a category-defining brand legible to people who had never heard of it.